The rankings, which are based on YouGov’s recommend score collected in its BrandIndex brand tracking tool, also said that Scottish Gas was the most improved brand in the UK, with a 20.8 percentage point increase in recommendations, reaching 55.8%.

YouGiov said BrandIndex based its findings on more than one million customer surveys in 28 markets, based on a brand’s positive ‘recommend’ scores among current customers taken between 1st June 2024 and 31^st May 2025, with scores aggregated and weighted by the size of the brand’s current customer base per market.  

The top five brands globally were rounded out by Toyota, Levi’s, Adidas and Ninetendo, with Nike, Mercedes-Benz, BMW, Trivago and Neutrogena making up the rest of the top 10.

After Prada, the UK top ten was Gucci, Emirates, MoneySavingExpert, Konami, Lacoste, Burberry, Grand Theft Auto, British Airways Holidays and the British Film Institute.

Texaco, Scottish Power, Bet365, Amstel, FedEx, DHL, Wilko, Puma and UPS were the rest of the top 10 most improved brands in the UK, according to the research.

Will Ullstein, UK chief executive at YouGov, said: “With consumer voices carrying more weight than ever, the strongest brands are built not just on visibility, but on trust, relevance and advocacy. Recommendations have become one of the most powerful indicators of brand strength.”